As the New Year has begun so has the search for Pilsner Urquell’s UK Master Bartender.  Each year the original golden lager reaches out to its markets across the world encouraging them to find their Master Bartender who will go on to represent their country for the title of Pilsner Urquell International Master Bartender of the Year. 

This year however, not only will the Pilsner Urquell UK Master Bartender attend the final and represent the UK in the Czech Republic, the licensee of the winning premises will also attend the awe-inspiring awards ceremony, as well as visiting the brewery in Pilsen.
The programme, which is open to all draught stockists of Pilsner Urquell and is free to enter, tests bartenders’ knowledge covering the history of the Czech lager, the storage of the beer and the brand’s exacting standards in pour and presentation.
Last year the programme was simplified following feedback from bartenders and saw the highest levels of entries since the programme was introduced in 2007.  The format has remained the same with bartenders having to complete two paper based modules which, once marked and passed at 80% or above, they are rewarded, this year with £40 worth of Amazon vouchers.
To make sure that the bartenders are just as good in practice as they are on paper they will be mystery shopped.  The mystery shops that raise the bar will be instantly rewarded with a £10 voucher. 

The top ten bartenders who successfully complete the various assessments will attend the national final which will be held in September with the winner representing the UK in the world final in the Czech Republic.  Last year, the UK was represented by Chris Milner from Browns Bar and Brassiere in Leeds.
Gillian Loudon, Trade Marketing Manager for Miller Brands said, “The Pilsner Urquell Master Bartender programme recognises those who have a passion for Pilsner Urquell and a thirst for knowledge.  It is a successful initiative and one that we are proud to have introduced to the industry.  Since its launch in 2007, the programme has seen a ten-fold increase in the number of entries and we’re hoping that this year will attract a record number.

“Pilsner Urquell is a full flavoured beer which offers something different and unique and it is important for its ongoing success that bartenders communicating to customers the rich heritage and history of the beer and why it is so uniquely different.”
If you are a Pilsner Urquell stockist and would like to know more about the Master Bartender Programme, please contact the Programme Support Line on pilsnersupport@bmt.uk.com
-ENDS-

 
For further information

Emma Currin                                                     
Leisure PR & Communications                                   
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk         
 
Notes to editors:

The Pilsner Urquell Master Bartender Programme

The Master Bartender programme was launched on the back of research commissioned by Miller Brands to understand the current levels of bartending and training needs.  Only 6% of bartenders asked said that they had received training from a beer brand, compared to 49% from other drinks brands (spirits and wine). Of those beer training sessions, all had been about storage and service, not about the way the beer was brewed and why they taste the way they do.

Pilsner Urquell

Pilsner Urquell is the world’s first, clear golden beer, created in 1842. Pilsner Urquell means ‘pilsner from the original source’. It is the flagship brand of SABMiller’s international brand portfolio and is the company’s premier contender in the premium status segment of the market.

 Named after the town in which it was created, the beer came to define a whole category (Pilsners) and set the standard for all lagers.  At the brewery in Pilsen, Pilsner Urquell is still brewed to its original recipe (unchanged for over 165 years) using the parallel brewing process to ensure that the taste of the beer stays true.  By brewing a sample batch of the beer in the traditional way, using original-style equipment, the beer can then be compared to that which is made using modern equipment to make sure the beers match perfectly – no other brewer in the world does this.

Using the finest ingredients: Saaz hops, malt and Pilsen water, Pilsner Urquell is an intensely hoppy beer with a crisp body and a balance of subtle sweetness with velvety bitterness.